Conclusion
Theoretical contribution
This paper contributed to the literature on brand hate in three ways. First, unlike previous studies, this paper investigated how consumers’ feelings towards a brand changes in three points in time (i.e. past, present, and future). Second, the advantage of using a similar method as Langner et al. (2016) is it allows to compare our findings of brand hate with those of brand love. While the same graphical template was used, the trajectories are different. The main reason is Langner et al. (2016) study trajectories of brands consumers have positive feelings today. In contrast, this paper assesses trajectories of brands consumers have negative feelings today. Moreover, it provides an extension of the template by Langner et al. (2016) as ‘‘future feeling’’ was added as another point in time allowing us to explore the possibility that brand hate could lead to neutral feelings, like, or even love. Third, it identified five unique and distinct trajectories of brand hate which can occur in consumer–brand relationships. Based on these trajectories, it identified the most common antecedents and outcomes of brand hate. Specifically, it showed that the trajectories ‘‘Down-up’’, ‘‘Downward slope flattens’’, and ‘‘Steady decrease’’ are influenced mainly by negative past experiences with the brand’s product or services and can result in both positive and negative outcomes. The trajectory ‘‘Negative all the way’’ is mostly influenced by corporate wrongdoing and is related to unethical, immoral, antisocial, or illegal behaviour of the company. No positive outcomes are generally envisaged in this case. Finally, incongruence between company’s brand image and self-image of consumers was observed mostly in the ‘‘Roller coaster’’ trajectory. Although brand usage is typically excluded for the future, reconciliation with the brand is desired in this case.
